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Case Study: A dedicated social media channel in Spanish

Charmin is one of the few products with a dedicated social media channel in Spanish in addition to the US English language channel. The following audit was made on January 12th 2019.

The main Twitter account in the US is still active and carries 81,9K followers.

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The account, even though addressed to the US, has 9% followers distributed across Canada, the UK, France, India, Pakistan, and Bangladesh. The product is sold in South Asia and has no Tw account over there.

Hashtags in the English account:

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The Twitter account directed to Spanish speakers had a good performance, it was opened 3 years after the main English handle and was active only for 2-years 2014-2016. Nevertheless, it has today 10,200 followers.

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88% of followers are in the US, while 12% are distributed throughout Colombia,  Ecuador, and surprisingly Mexico, Venezuela and the UK. Why is this a surprise? Charmin was not on sale in Mexico during 2015-2017, while in Venezuela it is mostly missed than sold.

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The two most used hashtags are in Spanish while six in English were used once. In comparison to the English account the use of hashtags is more successful


Lessons learned:

  1. Accounts in Spanish can surpass the 13% population share of the market of Spanish speaking persons.
  2. A combination of Spanish and English hashtags brings good results for interaction.
  3. Even thought the Tw account was abandoned it keeps having RTs and presence, mostly on places where Charmin is missed or out of sale periodically.

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